Search engine optimization (SEO) is about creating amazing content that your audience craves and then optimizing it and getting it in front of the right crowd. SEO is not about manipulating search engines and tactics like this usually only work on a temporary basis . . as many marketers are finding out with the relentless Google updates!
To market effectively to your audience, web and content developers need to understand how to correctly perform keyword and audience research. Then create the content and optimize it while still delivering an amazing piece of content that provides value to the reader.
The next step is to get the word out about your great and well researched content. You do this by hanging out where your audience hangs out and engaging with them. This could be on relevant forums, social media platforms, popular blogs and wherever else they can be found.
You can’t just go there and start posting your links though promoting yourself , which is you taking from the community – you need to give. If it’s a blog then you need to create quality guest posts and leave quality and engaging comments. If it’s a forum you need to post helpful and interesting posts. With social media you need to share and talk about the things people are interested in.
By doing these things repeatedly, you will start to gain a following and your audience will grow. The bigger your audience gets, the less work you will have to do as they will get the word out about your content for you! Starting to get the picture?
Despite all of the above (which has always worked and should always continue to work), every few months or so, the digital marketing industry is left scratching its head as some new self-proclaimed “guru” loudly proclaims:
“SEO Is Dead!”
We Already Know That SEO Isn’t Dead So Why Do We Continually Hear This Statement?
Typically, those touting the death of SEO have some sort of personal investment in either the proclamation itself or an alternative ranking strategy. You can hear this sort of rhetoric from public relations professionals that are attempting to stir publicity for their clients; you hear this from social media gurus with a vested interest in socially driven rankings; companies attempting to rebrand and finally, you will hear this claim from SEO competitors trying to sell their latest secrets to ranking high in Google.
Unfortunately for them, this is deluded market speculation and the market research does not support this claim. While it may be well-wishing from these individuals, the reality is that SEO is alive, well, and does not appear to be going anywhere anytime soon.
The only “SEO” that is dead are certain techniques that are designed to manipulate the search engines and people using these techniques may actually believe that SEO is dead. This is great news because it means less competition for the rest of us who market the right way!
The Evolution Of SEO And Digital Marketing
Although SEO is not dead or dying, it is evolving rapidly. With negative SEO, positive SEO, a changing digital landscape, search engine updates and consumer tools, the digital marketing industry changes dramatically every year.
Search engines like Google update their algorithm regularly to eradicate attempts to manipulate it. The digital marketing industry then adapts and meets these changes with evolved marketing strategies. This cycle has repeated itself since the dawn of the internet over the last 20 years.
Search engines initially began as simple searches for network text files in the 1990’s. Between 1993 and 1998, the modern search engine industry exploded, and with it, search engine technology evolved rapidly. Excite, Yahoo, Lycos, Ask Jeeves, Google, and MSN Search were amongst the popular search engines born in this era. As these companies developed, so did ranking technologies and search engine optimization.
In line with previous experiences, the digital marketing industry can expect massive changes in SEO operations as consumer demands and technology changes. In fact, the SEO of the future will probably look nothing like the SEO of today. However, SEO is nowhere near extinction as many would have you believe.
Nearly 20 years after its development, search engine optimization is growing, changing, and evolving to meet market demands and consumer needs. In fact, due to the increased complexity and number of platforms available from which to engage with your audience, businesses need good SEO and digital marketing services more than ever before! Far from being “dead”, digital marketing is actually thriving.
Will it continue to evolve? Yes!
Will we hear people shouting “SEO Is Dead” with each evolution or update? Yes I think we will!
Do you need to worry about this? No!
Stick to marketing the right way, don’t try to take shortcuts by being sucked into some technique or software that manipulates the search engines. Keep creating quality content and building your audience while adapting to any trends and changes (social media for example) and your business will flourish regardless of what’s happening or what so called “gurus” are saying.